Yellow Pages versus Television and the Internet
Updated: Wednesday, 03 Mar 2010, 4:36 PM EST
Published : Thursday, 25 Feb 2010, 3:54 PM EST
Yellow Pages’ Weaknesses
- Used as a reference source only.
- Contains only ads; no editorial content to involve the reader.
- Passive: consumers don’t use Yellow Pages until they are ready to make a purchase. Doesn’t build top-of-mind awareness for advertiser, or “tug at emotional heartstrings” as the electronic mediums do.
- No competitive protection: competitors’ ads are on the same page. More than half (53%) of readers look at 4 or more ads.
- Inflexible: ad must be ready two or three months before publication, and will run a whole year. Therefore, advertisers cannot make crucial changes such as new address or phone number until the new book comes out a year later.
- Creative content is somewhat limited.
- Inconvenient: many directories are bulky and hard to store.
- Enables the advertiser to reach large, mass audiences with a single exposure.
- Presents both audio and video, combining sight, sound and motion draws the viewer in.
- Portrays a glamorous image for brand building.
- Reaches the viewer’s emotional side, tugging at the viewer’s heartstrings.
- Commercials can be heard out of view of the TV set.
- People spend more time with television than any other medium.
- Can target specific demographic groups through program selection, and create an impact on popular culture.
- Delivers the ability to saturate a market with a particular campaign on a local basis.